Pengaruh Online Customer Review, E-WOM, dan Brand Image terhadap Keputusan Pembelian pada Marketplace Shopee di Surabaya (The Influence of Online Customer Reviews, E-WOM, and Brand Image on Purchase Decisions on the Shopee Marketplace in Surabaya)

Nuraeni, Ari (2022) Pengaruh Online Customer Review, E-WOM, dan Brand Image terhadap Keputusan Pembelian pada Marketplace Shopee di Surabaya (The Influence of Online Customer Reviews, E-WOM, and Brand Image on Purchase Decisions on the Shopee Marketplace in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Era digital kini mulai berkembang dalam berbagai aktivitas, salah satunya adalah jual beli online yang kian popular. Banyak platform yang menawarkan jual beli online salah satunya adalah Shopee. Sebagai mobile-platform yang paling sering digunakan oleh masyarakat Indonesia, Shopee menawarkan berbagai macam fitur online yang memudahkan konsumen dalam berbelanja. Sehingga tujuan penelitian ini adalah untuk menganalisis dan membuktikan pengaruh Online Customer Review, E-WOM, dan Brand Image terhadap Keputusan Pembelian pada marketplace Shopee di Surabaya. Metode analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan SPSS (Statistical Product and Service Solutions) untuk menguji pengaruh antara dua variabel bebas atau lebih dengan variabel terikat. Sebanyak 22 butir pernyataan diajukan kepada 384 responden melalui media GForm, jumlah responden ditentukan menggunakan rumus Lemeshow untuk kuantitas populasi yang tidak diketahui pastinya (populasi tidak terbatas). Hasil penelitian menyatakan ada pengaruh signifikan Online Customer Review terhadap Keputusan Pembelian, ada pengaruh signifikan E-WOM terhadap Keputusan Pembelian, ada pengaruh signifikan Brand Image terhadap Keputusan Pembelian, dan ada pengaruh signifikan secara simultan variabel Online Customer Review, E-WOM, dan Brand Image terhadap Keputusan Pembelian. Kata Kunci: Online Customer Review, E-WOM, Brand Image dan Keputusan Pembelian (The digital era is now starting to develop in various activities, one of which is is buying and selling online that is increasingly popular. Many platforms offer selling One of the online purchases is Shopee. As the most frequent mobile-platform used by the people of Indonesia, Shopee offers a variety of features online that makes it easier for consumers to shop. So that the purpose of the research This is to analyze and prove the influence of Online Customer Reviews, E-WOM, and Brand Image on Purchase Decisions on the Shopee marketplace in Surabaya. The data analysis method used is multiple linear regression analysis with the help of SPSS (Statistical Product and Service Solutions) to test influence between two or more independent variables with the dependent variable. A total of 22 statement items were submitted to 384 respondents through the GForm media, total respondents were determined using the Lemeshow formula for the population quantity that is not known for sure (population is not limited). The results of the study stated that there was a significant influence on Online Customer Review of Purchase Decisions, there is a significant effect of E-WOM on Purchase Decision, there is a significant effect of Brand Image on Decision Purchase, and there is a simultaneous significant influence on the Online Customer variable Review, E-WOM, and Brand Image on Purchase Decisions. Keywords: Online Customer Review, E-WOM, Brand Image and Decision Purchase)

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